Top 10 brands Filipinos buy

Shadz Loresco
Kantar Worldpanel shares consumer knowledge and insights from its Brand Footprint study

MANILA, Philippines – Many Filipinos both in urban and rural areas have frequently purchased a coffee brand more than any other fast-moving consumer goods (FMCG) being sold in the country.

Brand Footprint, a study by consumer knowledge and insights firm Kantar Worldpanel, showed that Nescafe ranks first among Filipinos’ brands of choice.

READ: 10 brands Filipinos buy the most

In a press briefing Thursday, September 5, Kantar Worldpanel Philippine team commercial director Luz Barra shared that they have consolidated actual shopper choices to come up with these top 10 brands in the Philippines:

  1. Nescafe
  2. Lucky Me
  3. Surf
  4. Milo
  5. Ajinomoto
  6. Bear Brand
  7. Palmolive
  8. Silver Swan
  9. Oishi
  10. Safeguard

“These are brands that are most frequently purchased for the home by consumers based on the unique calculation of penetration and frequency,” the study said.

READ: Colgate among top 10 global brands, but not in Philippines

The lists for urban and rural areas where the group has conducted separate studies contain the same brands, but with different rankings. Here are the top 5 for each:


  1. Nescafe
  2. Lucky Me
  3. Milo
  4. Bear Brand
  5. Surf


  1. Nescafe
  2. Lucky Me
  3. Ajinomoto
  4. Surf
  5. Milo

Global reach

The overall study including the most chosen brands in Asia and in the world allows for the clear explanation of “the brands’ global and local reach in terms of actual basket reach.”

Four of the top brands bought the most locally are also found in the Brand Footprint’s global top 20: Nescafe, Surf, Ajinomoto and Palmolive.

“All brands have room to recruit more shoppers in new geographies, new targets, new segments or on new occasions,” Barra shared.

Growing brand footprint

Barra clarified that penetration is key, but it is not everything. In addition, ‘global’ and ‘success’ are not synonymous with each other.

Citing the study, she said that “Innovation is crucial for growing a brand’s footprint.” This includes localizing the brand as well as its packaging, which means, as one example, manufacturing products in sachets and smaller packages to cater to Filipino consumers.

READ: 9 products Filipinos can’t live without

Kantar Worldpanel Brand Footprint has conducted surveys within 3,000 households across the Philippines whose decision-making unit is predominantly female. Panelists had been given a paper diary in which to list their purchases, which were retrieved weekly in urban areas and every after two weeks in rural areas. –



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